Stranger Danger: The Perils of Cold-Contact Emailing to Market Nonfiction Books

This report will examine New Society Publishers’ email marketing tactics. It will begin with an overview of the company’s history, and then explore the current state of the company and the online marketing world, with a focus on the difficulty of getting reviews as well as the value of reviews. It will then explore New Society Publishers’ general online marketing tactics. This will lead to a focus on cold-contact email as a marketing tactic, with an examination of the strengths and weaknesses of cold-contact email as a marketing tool; it will draw on online sources and five internship cold-contact list case studies. To conclude, this report details recommendations for how to move forward: spending less time on cold-contact email marketing lists and more time on innovative marketing initiatives; emphasizing face-to-face engagement; and focusing on reconfiguring New Society Publisher’s use of email to make it more productive.